From their thoughts on crafting an authentic brand voice to combating COVID-19 misinformation to executing a strong digital front door strategy, here are six key quotes about healthcare marketing and communications that hospital executives recently shared with Becker’s Hospital Review:
Kevan Mabbutt. Senior Vice President and Chief Consumer Officer at Intermountain Healthcare (Salt Lake City). Healthcare has the same consumers as hospitality, retail, big tech, entertainment, travel and other industries, and yet the industry does not typically provide a comparable experience. This may have been tolerated by consumers in the past, but things are changing fast. The industry needs to connect the dots between digital and non-digital parts of the healthcare journey to create a seamless and consistent experience from end to end.
Tanya Andreadis. Chief Marketing Officer at UCLA Health (Los Angeles). Brand authenticity starts with knowing your customers’ values. At UCLA Health, I am always so impressed by and grateful for how important the voice of the customer is to all of our executives. Our CEO reads daily reports with feedback from patients coming from social media and other channels. Brand isn’t about what you want to be or what you think looks really cool, it’s about respecting your customers and your staff, acting with integrity and providing high quality experiences at every touch point.